Lifecycle email marketing works to acquire, engage and retain customers

Match your digital communications to points throughout the individual customer journey. Use email, SMS integrated with social and web at the right time to maximise the potential return from your cross-channel marketing.

Your Campaign cycle

We want to make sure that each part of your email marketing activity is the right fit for your brand, for the message you want to convey and the other parts of your wider marketing communications, so we’ll help you take a look at your email cycle to determine where any loose ends could be.

You can leave us to take charge of your campaigns or we can work with you to implement some changes. There are a number of parts of your campaign cycle which are crucial to maximising the results of your customer lifecycle marketing.

A warm welcome

The time at which a person subscribes to your mailing list is arguably the most important moment within the customer lifecycle. At that moment your brand is at the forefront of their mind; you have their attention, so use it or lose it!

A sophisticated welcome programme provides you with a great opportunity to collect key pieces of information such as preferences or interests which you can use later on in the customer lifecycle.

Birthdays & Anniversaries

Your subscribers are loyal in reading your emails, so reward them! This is easy to do without much data; a simple date of birth, date of sign up or date of purchase is all you need to send an effective birthday or anniversary email to treat them with a discount or a simple congratulatory greeting to put a smile on their face, leaving your brand at the forefront of their mind. Check out our Birthdays & Anniversary emails.

Re-engagement

Loyal customers are hard to find these days, so when you lose a customer it’s easy to just let them go without a simple goodbye. However, with a sophisticated re-engagement programme you have the chance to really wow a subscriber who may not have purchased from you for a while, enticing them back into custom.

And even for the ones who still decide your brand isn’t for them, you’ve kept in touch and given them the chance to officially unsubscribe, rather than getting sick of you and marking your emails as junk!

Customer Retention

We know how important it is to keep a hold of your new customers once they’re on board and there’s a difference between having a database and having a loyal base of customers. So it’s really important to develop a focused customer retention strategy in order to continuously build this loyal customer base.

We believe your email activity can hold the key to your retention marketing success. By effectively planning your lifecycle communications you’ll be able to nurture your loyal customers and keep them coming back for more.

Creating a separate email lifecycle campaign based upon the different segments of your database will give you the best chance of high retention rates. You can assess which segments need which message by looking at the Engagement Groups functionality within Communicator. The same principle applies across all industries, whether you’re a membership organisation, you rely on sponsors or your customers subscribe to your services annually, like donations, insurance premiums and resort passes.

Behavioural targeting

Wouldn’t it be great to fire off a quick email to all those recipients who didn’t open your last campaign? Or send a sales recovery email to everyone who abandoned their baskets part way through purchasing? Collecting and effectively using behavioural information on your recipients can help you do just that, by using the results from a previous campaign to influence the next, and so on.

Target your subscribers with what they want to see, based on what they like, what they’ve purchased & what they’ve read. This approach is key in helping you to build a multi-layered view of your customers, giving you the chance to pull through information as and when you need it for future campaigns.